Unitec School of Business Bachelor of Business, B.Bus

BSNS 6100 Marketing Management
Assignment 1 - Case Based Assignment

Semester: Semester 1, 2016 Date issued: 29 Feb, 2016 Delivery: Online (Google Doc) Total Weighting:   30% Marks:   60

This assignment relates to: Learning Outcomes 1 - 6 This is an Individual Assignment   Student Declaration: By submitting this assignment to Turnitin.com the student  confirms that: This is an original assessment and is entirely his/her own. Where student has used ideas, tables, diagrams etc of other writers, student must acknowledge the source in every case. Collusion, copying or plagiarism may result in disciplinary action

General Instructions:

●    All work must be done using the Google doc that will be emailed to you.
●    Submission of this assignment will be via Turnitin.com from a link on Moodle. Hard copies will not be accepted.
●    You must acknowledge all sources of information and have in - text referencing  plus a reference page at the end of your report is also mandatory.
●    Maximum word count is 2600. This does not include the cover page, content page,  reference page or the appendix.
 
 

 

 

 

Part A: Case - study

Attached to this assignment is a brief case-study on Zespri, the exclusive marketer of NZ Kiwifruit to the world. It is a large firm and has a revenue of over $1.5 billion. You need to gather a lot more information on this firm based on secondary sources in order to be able to reply to the following discussion questions. Links to the attached articles: Link 1 , http://asia-knowledge.tki.org.nz/Business-case-studies/Case-study-3-Zespri
 Link 2 http://m.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11468151
 
 
Discussion Questions for above:
1. Based on research via secondary sources, apply to Zespri, the corporate Growth Strategy model (See Exhibit 2.9, p50 of text) and suggest with justification the strategy to follow?  
(10 marks, 400 words)
 
2. Investigate and review Zespri’s current and prospective businesses by using the Boston Consulting Group (BCG) Growth-Share Matrix. (See Exhibit 2.10, p52 of text).  
(10 marks, 400 words)
 
3. Critically appraise Zespri’s Critical Success Factors (CSF) and apply to the “Seven Domains of the Attractive Opportunities Model” (Exhibit 3.1, pp71 of the textbook), by identifying opportunities for Zespri at the Macro and/or Micro level.
(10 marks, 400 words)
 
TOTAL for Part A          30 Marks

 

 

 

 

Part B:
Critically analyse the role of a fast moving consumer good (FMCG) Brand

Task & Objective:

You will  apply marketing management principles and concepts to a real-world, FMCG brand and  gain consumer insight into the usage of the brand and its market positioning strategy by conducting both primary and secondary research. The  Secondary research conducted will enable you to evaluate the strategic role of the chosen FMCG brand for the company.
 
Each student will choose a specific FMCG Brand that is currently active and commonly available in  New Zealand Supermarkets. You need to visit a supermarket from each of the two competing supermarket chains ( Progressive e.g. Countdown and Foodstuffs e.g. New World, Pak ‘n Save) to observe and note the relative positioning of your brand and its competition in terms of product placement, pricing, packaging and promotional sales if any. You need to become a consumer for your selected brand and purchase the brand from the two different supermarkets and use it.
 
For  your secondary research you will need to visit the company's website and other potential sources of information such as the company/ brand’s advertising, promotions and PR to look for clues as to your company’s marketing orientation and brand strategy.
 
 

 
 
Discussion Questions for above:
 
4. Based on your in store investigation and using criteria such as price, packaging and product placement  in relation to the competition, as well as the  brand’s advertising and promotion, report on the  market segment(s) being targeted and the positioning of the brand.
(15 marks, 450 words)
 
5．   What are the benefits that the brand provides to you and the market segment to which you belong?  Are there any potential improvements that the brand could incorporate that would provide further benefit? Lastly, critically discuss how value is created for the targeted market segment.                     (10 marks, 400 words)